# Vestis new logo (2023)

> Vestis launched a new logo on 5 Sep 2023. Aramark's uniform services business was named Vestis, a new company brand with an orange lowercase wordmark and an orange and navy mark that resembles a shirt collar and doubles as a V.

## Key facts

- Brand: Vestis
- Launched: 5 Sep 2023
- What changed: Aramark's uniform services business was named Vestis, a new company brand with an orange lowercase wordmark and an orange and navy mark that resembles a shirt collar and doubles as a V.
- Industry: Industrial
- Logos: https://rebrandlog.com/placeholder/na-light.svg (before), https://rebrandlog.com/logos/vestis-2023/after.png (after)

## The rebrand, explained

Aramark announced on 5 September 2023 that Vestis would be the name of the company created by spinning off Aramark Uniform Services. The Philadelphia Business Journal reported the reveal the same day. The new company would start with about 20,000 teammates and roughly 300,000 customer locations, offering uniforms, floor mats, towels, linens, managed restroom services, cleanroom supplies and first aid products.

The name is Latin. Aramark explained that vestis means garments and clothing and is the foundation of the words for "to dress" in a number of languages, and that it also recalls the phrase "vestis virum facit", or "clothes make the person". Kim Scott, the appointed chief executive, said the new name "connects us to our purpose as an organization", which she described as delivering uniforms and supplies that help people do good work. A descriptor, Uniforms and Workplace Supplies, would sit alongside it.

The logo was released in the same announcement. Aramark described it as "a bold and complementary combination of orange and navy blue that exudes warmth and a new energy". The mark resembles a shirt collar, which also stands for the V in Vestis. It is built from angled planes, one orange and one navy, and sits beside a lowercase wordmark in orange with a small trademark sign.

The company said it would move to the logo and its other identity elements once the transaction closed. The spin-off was completed on 2 October 2023, and Vestis began trading on the New York Stock Exchange that day under the ticker VSTS, as the second largest provider in its industry. For a business whose product is clean, dependable workwear, one warm colour and a plain lowercase word made a brand-new name feel familiar quickly.

In short: A Latin word for garments, with a shirt-collar V in orange and navy.

## Sources

- https://www.vestis.com/newsroom/article/aramark-announces-vestis
- https://www.bizjournals.com/philadelphia/news/2023/09/05/aramark-vestis-spinoff-company-name-revealed.html
- https://ir.vestis.com/news-media/press-releases/detail/100/vestis-completes-spin-off-from-aramark

## Cite this

Rebrand Log, "Vestis new logo (2023)", https://rebrandlog.com/rebrand/vestis-2023/, last updated 2026-10-23.